Kicking Web Butt - Small Business Web Strategy Planning
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The document outlines essential web strategies, emphasizing web goals, marketing, and analytics. It covers topics such as the importance of funnel optimization, choosing the right CMS, and common web mistakes to avoid. The content serves as a guide for businesses to effectively grow and maintain their online presence.
Kicking Web Butt - Small Business Web Strategy Planning
- 2. INTRODUCTION • Who the heck is this guy? • Why the heck am I here? • Kicking web what? • Who the heck are you?
- 3. TOPICS • Web Goals – The Mouse • Website – The Mouse Trap • Web Marketing – The Bait • Analytics – The Test • Web Mistakes – The Bad
- 4. WEB GOALS • What are your business/web goals? • B2C versus B2B • Who are you targeting? • Services versus Products • Lead Generation versus Sales • The Funnel
- 5. •NEED FUNNEL GRAPHIC FuN WITH FUNNELS B2BB2C Social Media - Blogs - SEO Affiliates - Display SEO - SEM – Display Print - Tradeshows Visitors Visitors Landing Page > Contact FormProduct Page > Cart LeadsSales GOALS
- 6. TIPS + LINKS • Legalzoom – legalzoom.com • Affiliate Program – osiaffiliate.com • Lead Generation – hubspot.com • Coworking – kleverdogcoworking.com • Keep your eye on the prize! • Know where your customers hangout! • Optimize your funnel
- 7. THE WEBSITE • Functionality versus Design • Size Matters • Designer versus Developers • Maintenance • Planning for Growth • CMS Systems
- 8. •NEED DESIGNER VS DEV GRAPHIC RIGHT VS LEFT BRAIN The Creatives The Analytics Weapons: Photoshop - Illustrator - HTML - CSS - jQuery - UX - UI - CMS Assignments: Theming – Ads - Branding Wireframes - Design Weapons: PHP - MySQL - Apache - Linux – Python - ROR- Objective C - Java Assignments – Applications - Custom Modules - CMS Customizations
- 9. WEB GROWTH • Maintenance • Web Roadmap • Maintenance Budget • Development Budget • Hiring a web guy person • Maintain ROI
- 10. CMS SYstems • Wordpress – Brochure / Informational • Drupal – Heavy Content / Application • Magento – Heavy Ecommerce •Custom – PHP Frameworks, ROR, etc • Mobile – iOS, Android, HTML5 • Others – OS Cart, Joomla, Etc.
- 11. WEBSITE TIPS & LINKS• Wordpress - wordpress.org • Drupal – drupal.org • Magento – magentocommerce.com • Themes – themeforest.net • Developers – elance.com, guru.com, etc • Mobile – phonegap.com • Learning – lynda.com, kleverdogacademy.com • Server Related – pingdom.com, newrelic.com, cloudflare.com • You get what you pay for! (Customization cost!) • Start small! • Plan before you build! (SEO, Functionalities etc) • Be Detailed!
- 12. WEB MARKETING PLAN • Traffic! Traffic! Traffic! • SEO versus SEM • Blogs and Content • Display Ads • Social Media
- 13. SEARCH ENGINE OPTIMIZATION • Keywords • Meta Info – Title + Description • Helpful Content (Guides, How to) • Viral Content (Videos, top 10s) • Links – Internal versus External • Multiple Mediums (Text, Audio, Downloads, Video)
- 14. SEM + DISPLAY • Start small first on SEM • Search vs. Network Search vs. Content • Display - Doubleclick Adplanner • Affiliate Programs • Direct Ads to Blogs/Content Sites
- 15. GET SOCIAL ! • Facebook • Twitter • Pintrest • Tumblr/Blog • Industry Forums • Youtube/Vimeo
- 16. MARKETING TIPS & LINKS• Pinterest – pintrest.com • Tumblr – tumblr.com • SEO – searchengineland.com, seomoz.com • Social Media Tools – tweetdeck.com, sproutsocial.com • SEM – adwords.com, adcenter.microsoft.com • Competitor Analysis – keywordspy.com, compete.com • Display – google.com/adplanner, buysellads.com • Be Social – blog, social media, etc. • Know people in your industry • ROI, ROI, ROI • SEO everything – meta, meta, meta, links, links, links
- 17. ANALYTICS + OPTIMIZATION • Google Analytics • Goals • Competition Metrics • Conversion Optimization
- 18. METRICS THAT MATTER • Visits versus Page Views • Bounce Rate • Traffic Sources • Web Queries • Conversion Rate •Completions + Conversions
- 19. Conversion Optimization • Split Testing – Web Optimizer • ROI on Marketing • Optimize Landing Pages • Scaling Campaigns • Monitoring
- 20. ANALYTIC TIPS & LINKS• Google Analytics - google.com/analytics • SEO – seoengineland.com, seomoz.com • Google Blog – analytics.blogspot.com • Track Track Track • Tag Campaigns and all sources • Monitor regularly
- 21. TOP 10 WeB MISTAKES 1. Trying to be a designer or trying to be cool 2. Being complacent 3. No web budget (Security / Maintenance) 4. Going too big on web (Too many features) 5. Not looking at the data 6. No voice - no community 7. Lack of educational effort 8. Not focusing on goals 9. Not using customers view 10. Changing things on the fly
- 22. WEB CASE STUDY
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